geo-location and mobile analytics for fashion

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This was part of a two day course designed to be delivered at Fashion Institute of Technology in the Spring of 2014

This was part of a two day course designed to be delivered at Fashion Institute of Technology in the Spring of 2014

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  • 1. MARSHALL SPONDER FASHION INSTITUTE OF TECHNOLOGY - WEBMETRICSGURU INC.
  • 2. SoLoMo is the key to success with social media today and it also provides better analytics via context, often missing from other forms of social media. http://www.theedesign.com/blog/2013/why-solomo-is- important-to-your-entire-marketing-strategy
  • 3. SoLoMo offer Context that can get the message or image, fashion statement, to the right people in specific context or place, such as FIT. https://blog.sgrouples.com/new-social-networking-sites/
  • 4. An old chart, but the best one I can find that compares location based (LBS) platforms. Note the user levels of those platforms that still exist (about half) has multiplied users by a factor of 20 or more, since this chart was created. http://socialimplications.com/we- know-where-you-are-the-creepy- side-of-geolocation/
  • 5. While data triangulation is popular for getting coordinate information, new Bluetooth technology platforms such as iBeacon is making Geolocation more effective, quickly, esp. for retail.
  • 6. The Privacy issues have only multiplied over the last year as the awareness of NSA spying has made people more fearful that all sorts of entities are collecting private data on them, and that mobile technologies are insecure, and not private. Until recently there was a lack of transparency around what was collected and how. http://mashable.com/2011/05/04/so cial-location-apps-study/#
  • 7. https://intelligence.businessi nsider.com/location- technology-is-transforming- business-and-the-lives-of- consumers-2013-11 Privacy concerns are giving pause to some, but widespread adoption seems to be inevitable
  • 8. https://intelligence.businessi nsider.com/location- technology-is-transforming- business-and-the-lives-of- consumers-2013-11 Geolocation is vital to the future of Fashion, esp. if you want to sell anything!
  • 9. Currently, marketers are using two broad location-based techniques with nearly equal frequency Geoproximity and Geoaudiencing • The geoproximity technique is equivalent to casting a big net near the boat and hauling in whatever gets caught. Campaigns erect geofences created around bricks-and-mortar stores and send targeted ads to smartphone users who travel within the radius. Some providers adjust their geofences for different times of day. • A geoconquesting campaign is a specific type of geoproximity campaign that uses location data to target potential customers when they walk into a competitor's store. • Geoaudiencing uses layers of location data and data from complementary sources (offline customer data provided by retailers, Web browsing data, etc.), to build audience segments of anonymous users, e.g. soccer moms, or white-collar frequent travelers.
  • 10. https://intelligence.businessinsider. com/location-technology-is- transforming-business-and-the- lives-of-consumers-2013-11 Facebook and Foursquare are the most commonly used Geolocation platforms
  • 11. What iBeacon look like – an iBeacon
  • 12. What Fashion Shopping is becoming There are few analytics platforms that are available as yet for these new shopping technologies,Adobe Site Catalyst just came up with one of them.
  • 13. What Fashion Shopping is becoming There are few analytics platforms that are available as yet for these new shopping technologies,Adobe Site Catalyst just came up with one of them.
  • 14. Adobe will support measurement and targeting of app users close to iBeacons in stadiums and retail stores
  • 15. IBeacon Analytics Platform – Swirl Campaign Management Setup http://www.swirl.com/platform.html
  • 16. IBeacon Analytics Platform – Swirl Analytics Dashboard Reporting http://www.swirl.com/platform.html
  • 17. IBeacon Analytics Platform – Swirl Manage iBeacons in each location http://www.swirl.com/platform.html
  • 18. Use Case for iBeacons and LBS Hyper local context and positioning http://labwerk.com/products/
  • 19. Use Case for iBeacons and LBS Indoor Navigation http://labwerk.com/products/
  • 20. Use Case for iBeacons and LBS Location Tracking http://labwerk.com/products/
  • 21. Use Case for iBeacons and LBS Mobile Payments http://labwerk.com/products/
  • 22. iBeacon and Near Field Technologies require Apps to be installed, but other platforms that sift the web for Geo-location notifications and check in data – do not require an app or check in yet still sift a lot of data.
  • 23. Geofeedia is platform used for police, military and retailers and could be more deliberately used in Fashion (i.e.: Runways) Filter Keyword: Color
  • 24. What are Students at FIT saying about their classes?
  • 25. What are Students at FIT saying about their classes? Boring
  • 26. What are Students at FIT saying about their classes? Boring
  • 27. There are positive sentiments to classes at FIT too, but less
  • 28. From the previous slides it becomes clear that .. • Students at FIT that are made to listen to academic subjects or subjects full of theory tend to be express unhappiness and boredom at level that suggests a fundamental problem with the school curriculum. • Students at FIT seem happier when engaged in tactile, active pursuits that develop their skills and talents – in other words, much of what they thought they were coming to FIT to learn.
  • 29. I also teach Web Intelligence and Web Analytics at Baruch College – How to students feel about their classes there?
  • 30. Baruch students do seem more engaged than those at FIT
  • 31. RISD is a closer comparison to FIT as a Design/Fashion school – but students do not mention classes or boredom
  • 32. RISD is a closer comparison to FIT as a Design/Fashion school – but students do not mention classes or boredom
  • 33. Comparing Students of all 3 schools in the Facebook Interest Graph – what differences might students have? FIT Baruch RISD
  • 34. Comparing Students of all 3 schools in the Facebook Interest Graph – what differences might students have? FIT Baruch RISD
  • 35. Comparing Students of all 3 schools in the Facebook Interest Graph for books – what differences might students have? FIT Baruch RISD
  • 36. Comparing Students of all 3 schools in the Facebook Interest Graph for Music – what differences might students have? FIT Baruch RISD
  • 37. Summary In this last module of the FITNYC we explored the potential benefits and pitfalls of Geolocation for Fashion Professionals. Its clear the Social Data becomes a lot more useful and real when it is combined with mobile data. It’s also clear that virtual and real worlds are converging at a rapid pace.